So, we all know that videos are better for your business. They are 2x more likely to be shared, give clarity about your company and it increases your presence. But why do they work? Why is the human brain so fond of videos? Is it the fact that it saves everyone time? and that it’s entertaining or informative? Or is it just because it makes our brain work less…
Wait! Let me explain… The human brain is a very complex muscle and over time it has evolved to make us attracted to things that make us think less. Thinking intently is a real calorie burner, and the hunter gathers mentality wanted to conserve as many calories and energy as possible. Since food at that time was scarce our brains have evolved to find more enjoyment in making as little decisions as possible. Not much has changed if you really think about it. People would rather see a video than read an article any day! The reasons why videos are more biologically compatible with our brain isn't because of clever marketing, it’s because it’s supported by neuroscience.
Neuromarketing is the science, that is observing the emotional process of the human brain when stimulated by the urge to purchase. (Impulse Buy 101) But simply they can now accurately predict consumer behavior when in the process of purchase and how the brain responds to marketing.
If you want the posh definition according to the Neuromarketing Science & Business Association it’s “the systematic collection and interpretation of neurological and neurophysiological insights about individuals using different protocols, allowing researchers to explore nonverbal and unconscious physiological responses to various stimuli for the purposes of market research.”
Now that we are all on the same page, how can you implement these psychology tips into your business video?
Pick a color, but not any color. Even though we live in an advanced world, we forget that we still have a primitive brain. We subconsciously respond to certain colors that evoke specific emotions. So it's crucial that you pick the ones that give consumers the right feeling. Satyendra Singh’s research at the Emerald Insight said that 62 to 90 percent of our feeling about a product is determined by color alone. It’s no coincidence that Facebook’s logo is blue which symbolizes loyalty and trust. So make sure you are picking the color that best works with your brand, services, and mission.
Fear VS Pleasure. The human brain is motivated by 2 forces, what we love and what we are afraid of. Though it’s obvious, that consumers purchase things that makes them feel good. But what about the other driving force in the brain? With scarcity marketing, you can persuade people to purchase due to the fear of a shortage in products. So when you hear commercials that say “Limited Edition” or “Buy before it’s all gone” the goal is to stimulate a sense of urgency by creating a subconscious, but effective call to action.
A happy face wins the race! Moving Images leave a powerful impact on our subconscious brain, especially with a human face. So when you have a company profile video or commercial showing hypothetical customers who are happy with your product or service, people actually visualize themselves being satisfied with your product.